THE PURPOSE OF EVERY BUSINESS

I hear lots of discussion about purpose and mission
statements for business. Some tell me the purpose of any
business is to make a profit. Others focus on the quality
of the product or on teamwork and morale. Obviously, all of
that is wonderful and to some extent necessary. But it
misses the point.
The purpose of every business is to serve a satisfied
customer. Period.
In the end, satisfied customers create the profits.
Satisfied customers create repeat business, which is vastly
more profitable than finding a new customer for every
transaction. Satisfied customers allow for pride,
satisfaction and the constant improvement of our goods and
services. Only satisfied customers will ultimately keep the
doors open and allow the business to "work."
Sure, a great marketing plan is desirable. Of course,
making a profit is necessary over time.
But in the end, only satisfied customers make everything
else possible.
So, what are your customers really looking for? What
benefit or convenience, what quality or experience is most
vital to them? Ask them! Let your customers tell you what
makes your business special. Let them tell you how and why
you stand out from your competition. Let them tell you why
they buy from you and keep coming back.

Too often, business leaders spend time reviewing details
when a simple lunch with your best customers could tell you
precisely how to grow the business. In the end, systems and
business plans, tools and equipment are good, but only to
the degree that your customers are smiling. Everything else
is detail.